CRM and the holy grail of personalization

Leverage Salesforce Communications Cloud to increase efficiency of care agents, while reducing overall TCO by 15%

The leading telecom, entertainment and technology companies in the world are opting for new innovative levels of customer care to keep up with the evolving customer preferences. One effective way to improve customer care is by turning to personalization to differentiate the offerings. Businesses can unlock new streams of revenue by bundling existing products or services (or unbundling to offer ‘singles’) based on the customer’s needs.

The legacy customer relationship management (CRM) infrastructure often restricts the company’s operations. Some of the main challenges faced by the customer care agents due to legacy CRM systems are:

  • The data must be sourced from several different applications, resulting in varied data formats
  • The absence of technology-specific API integrations for billing, invoicing, etc., restricts the order management flow
  • Frequent manual intervention kills efficiency, thanks to errors and slow resolution of customer issues
  • No scope for providing a personalized experience due to lack of insights on customer’s buying habits


Salesforce is an extremely powerful platform right out of the box. But to reap maximum benefits, enterprises must focus on the right set of transformation levers.

One powerful approach to delivering a relevant customer experience is modernizing the existing CRM with Salesforce Communications Cloud. The Salesforce platform provides loads of capabilities such as order orchestration, automation of case assignments, and hyper-personalized experience to customers.

The platform is extremely powerful, right out of the box. But to reap the maximum benefits, enterprises must focus on the right set of transformation levers. This includes using Salesforce’s low-code platform capabilities, applying the Process Builder automation tool to automate case assignment, and customizing the TMF endpoints to provide a personalized touch. With the help of these levers, enterprises can effectively connect all the dots for integrating customer data, personalizing customer interactions, and transforming digital experiences.

Digital Customer Experience

Customer experience-centric contact centers- an evolution in digital age

Leveraging digital-first model and Artificial Intelligence technology to deliver a superior customer experience

In today’s fast-paced and competitive world, just having satisfied customers isn’t good enough. There is a dire need for businesses to innovate digitally to enhance customer service. But Customer Experience (CX) is beyond good service. CX is your customers holistic perception of the experience that they get from every touchpoint of your business or brand.

Having said this, most enterprises still rely on traditional models that are reactive, slow, complex, and disconnected. Due to this, they hold low Net Promoter Scores (NPS). And their inability to keep pace with the technological advancements in the contact centers is a primary reason for this.

Most businesses have been struggling with high call volumes and costs. As the number of calls rises, it becomes difficult for agents to handle customer queries quickly. Due to the long wait-time and the unavailability of agents, businesses tussle to provide a seamless and more intuitive customer experience. So diverse and vast are the communication systems and channels of today’s multifaceted contact center—that being ‘Connected’ demands a modernized and transformed customer engagement ecosystem.

A digitalized contact center can help you improve the Net Promoter Score (NPS), reduce call volumes, and save OpEx.

The good news is that realistic solutions exist to overcome this problem. Use enablers and tools like ‘360-degree view’ and ‘AI engine’ to help the agents with a holistic view of systems, provide quick diagnostics and intelligent recommendations. An ‘AI-based conversational engine’ helps customers with an intuitive self-service experience.

A digitalized contact center can help you improve the Net Promoter Score (NPS), reduce call volume, and save OPEX. It empowers your customers to make quick decisions using the multiple self-service options available at their disposal, hence diminishing their need for an agent. It marks the future of the digital-first age.

Digital Customer Experience

Plotting the future of customer care through an effective Virtual Agent (VA) rollout strategy

Improve the VA’s ability to engage with customers confidently and more accurately

The Virtual Agent’s (VA) market is at an all-time high and is garnering more and more interest with each passing day. It is beginning to establish as “the must-have” solution for the businesses in the connectedness industry, seeking to improve customer experience, reduce call center costs, optimize time to serve, etc.

But are these virtual agents living up to the hype?

Gartner has placed them in a “trough of disillusionment” in its hype cycle, meaning the technology is struggling to meet the envisioned expectations. When faced with complex and unknown scenarios, VAs tend to react in an unexpected way. One often comes across instances on social media where VAs are humiliated for their out-of-context interactions.

The primary reason for this shortcoming is that many VAs are launched without the right implementation strategy. As a result, they don’t reach the required confidence levels and cannot capture the right customer intent.

Virtual Assistants (VAs) use semantic and deep learning (such as Deep Neural Networks (DNNs), natural language processing, prediction models, recommendations, and personalization to assist people or automate tasks.

To prevent your VA from humiliation, adopt a robust VA implementation strategy encompassing the top 10 considerations that can help service providers to ensure their customers engage in the VA interaction, increasing overall customer satisfaction. This strategy provides key recommendations on the most important focus areas that are imperative for a successful rollout. Some of these include:

  • Choosing the right use case: Group the inbound calls into different categories like customer service enquiries, technical troubleshooting, sales etc. Based on these categories, different use cases can be invoked. For instance, kickoff the least complex rollout with self-service flows.
  • Analyzing the complexity of intents: Analyze the length of conversation and time taken by the agent to complete the conversation. Further, build a hierarchy of intents and sub-intents to identify high-volume intents and complex intents.
  • Considering variations in intent: Analyze the scope, lifecycle, and precursor of intents to improve engagement by increasing precision or recall.